Tuesday, September 16, 2014

Create Goodwill While Marketing To Your Target Market

Last weekend, my business was a sponsor at a local 5k fun run that raised money for needy families.  I participate in a few different type of events each year usually volunteering my services, time, and possibly a donation (either in-kind or monetary) to a cause that I care about and helps out my local community.

Here I am massaging runners onsite.

As a young child, my parents taught me about volunteering my time and giving back to my community.  It has always been a part of me, and now I use my massage business to broaden my reach.  My clients know that I give back.  I even have one of my business website pages dedicated to my involvement in the community.

Now I can't possibly attend all of the events I would like to or I would be constantly closing down my office so that I can participate by offering sports massage at 5k's, or being a vendor at a vendor fair.  If I'm not working, then I am not making any money to pay the bills.  So I pick and choose which events I can be a part of, and all the others that I can't attend to, I send a gift certificate for a raffle or silent auction prize as long as the organization is certified non-profit status.

Besides feeling better about yourself and all the other positive notions around volunteering, what does giving back to your community do as far as marketing your business?  Well, it does a few things.

  1. If you have employees, it can help them to feel good about where they work.  Happy employees that like their job invest more of themselves in the workplace.  This will lead to better customer service (another marketing key we will explore at a later date).
  2. Networking.  When you are out in the community, you are able to meet all sorts of people, and they have a chance to meet you.  You can network with new clients, potential clients down the road, other businesses, and organizations.
  3. You have a chance to reach your target market and they will feel good about you as a business since you are doing something helpful for the community.  People like to do business with other people and being involved with the community sets your business in that light.  Creating goodwill will most always be a positive for your business.
  4. When participating in large scale events, you have multiple chances to reach your target market.  Before the event, the organizer may send out emails, facebook posts, tweets, or other communications to the participants.  You can work with the organizer of the event to be included in those communications.  At the event, there may be a goody bag for participants in which you can provide a promotional gift or coupon. Obviously, if you are active at the event, your potential clients may become clients on the spot by interacting with your booth.  There may be some press coverage for the event as well.  
Do you participate in philanthropy with your business?   Tell me what you do, or what you would like to do. Either comment below, or head to the Massage Marketing Toolbox facebook group.

If you need some ideas about how events can help build your business, you should check out Event Marketing: Using Mobile Massage To Get More Clients Into Your Massage Practice.  Use promo code 3BN7X7KH to get $5 off your purchase!

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